E-cigarette/Vaping Product Numbers and Growth: 2009 vs today
In the United States, the revenue of the e-cigarette products market was found to have been $0.09 billion in 2009 and currently is estimated to value $4.02 billion in 2019. The market size of e-cigarette products has grown by 4,366.6% over the past decade (2009-2019). The different types of e-cigarette products available in the country include flavored e-cigarettes, menthol e-cigarettes, personalized vaporizer, rechargeable, and disposable model e-cigarette.
E-CIGARETTE MARKET SIZE-UNITED STATES (2009-2019)
2019 Market Size
- According to a report published by Mordor Intelligence, the market size of the United States' e-cigarette market was valued at $1.5 billion in 2014 and was valued at $3.6 billion in 2018. The market is expected to grow at a CAGR of 11.6% for the period 2018-2024.
- The market size of this sector for the year 2019 can be calculated by using an online Future Value calculator. The following are the values to be entered into the calculator —
- Therefore, by entering the above values into the online calculate, the estimated market size of the e-cigarette products market is $4.02 billion for the year 2019.
2009 Market Size
- In 2013, a leading industry analyst predicted that e-cigarette products sales in the United States will double that year, reaching $1.7 billion. Therefore, the market size of the e-cigarette sector in 2012 can be calculated by the following formula,
- Market size (in revenue) in 2012 = [Market size in 2013/2]
- Market size (in revenue) in 2012 = [$1.7 billion/2] = $0.85 billion
- Therefore, the estimated market revenue for e-cigarette products in 2012 is $0.85 billion.
- According to an article by Dental Care, the e-cigarette market growth during the period 2009-2012 was 115% in the United States.
- Hence, based on the above information and by using the present value calculator, the market size for the e-cigarette market in 2009 is estimated as follows,
- Therefore, the estimated market size of the e-cigarette products market for the year 2009 is $0.09Billion.
- By comparing the market size, in terms of revenue, for 2009 ($0.09 billion) and 2019 ($4.02 billion) for the e-cigarette market in the United States, it is observed that the sector has grown by 4,366.6% over the past decade.
- Percentage growth = [(Market size in 2019 — Market size in 2009)/Market size in 2009]
- Percentage growth = [($4.02 billion — $0.09 billion)/$0.09 billion] = 4,366.6%.
THE NUMBER OF E-CIGARETTE PRODUCTS AVAILABLE (2009-2019)
- In 2019, the e-cigarette product types available in the market include personalized vaporizer, disposable cartomizer, flavored e-cigarettes, menthol e-cigarettes, rechargeable e-cigarettes, and completely disposable model of e-cigarettes.
- According to a study on "Electronic Cigarette Sales in the United States, 2013-2017", leading manufacturers such as British American Tobacco and JUUL Laboratories reported monthly sales reaching 2.7 million and 3.2 million during the period 2014-2017.
- According to a study published by Tobacco Control, there were 288 e-cigarette brands available globally in 2012. The study also revealed that in 17 months, of the 288 brands, 37 brands closed down and 215 new brands joined the e-cigarette market. This represents a net growth of 10.5 brands and 242 flavors per month over the 17 months (between August 2012 and January 2014).
- In 2014, there were 466 e-cigarette brands with 7,764 unique e-cigarette flavors.
QUALITY AND TECHNOLOGY (2009-2019)
Quality and Technology — 2009
- QUALITY: In 2009, the United States' Food and Drug Administration (FDA) tested certain e-cigarette products and found the quality to be challenging with results showing traces of tobacco-specific nitrosamines (TSNAs) in the products' liquid in comparison to products that are already FDA-approved.
- Most of the e-cigarette products that were available in 2009 contained 1% of non-toxic diethylene glycol. NJOY and Smoking Everywhere e-cigarette brands were tested by the FDA and found no traces of TSNAs nor diethylene glycol in the vapor.
- TECHNOLOGY: The e-cigarette products available in 2009 were considered as second generation evolved products which used a clearomizer as opposed to an atomizer, a device used in the first generation e-cigarette products that were developed before 2009. The clearomizer device was developed in 2009 and was the first technology that constituted the atomizer coil, reservoir, and the wiking material "all within one single unit".
Quality and Technology — 2019
- QUALITY: Over the past few years, the FDA regulators imposed quality composition checks on the contents of e-cigarettes including the percentage usage of nicotine levels (from 0.01%-0.06%) with components such as methyl, ethyl, and others, along with marketing the products under the FCA quality regulation.
- TECHNOLOGY: The most recent e-cigarette product sector comes under the technology of the fourth generation of e-cigarettes which is considered to be the most advanced and powerful products in the market. These products use stainless steel cylindrical external covers and the device utilizes temperature-regulating technology systems along with lower resistance coils to generate high-level flavored vapors. The variants are available in automatic and manual battery modes.
In order to determine the number of e-cigarette products, market size, quality, and technology for the e-cigarette product sector for the years 2009 and 2019, we began our search by looking into historical market reports from industry-specific websites such as Mordor Intelligence, Markets and Markets, and Market Intelligence; government databases such as National Center for Biotechnology Information (NCBI); media reports from websites such as Forbes and PRNewswire; and registration databases such as Crossref. Additionally, dated news articles during the period 2009-2015 were also referred. A thorough search through these channels provided data on the number of brands and flavors of e-cigarettes for the period 2012-2014. We were also able to find revenue information on the market for the years 2018, 2014, and 2012. However, we found no information concerning the number of e-cigarettes available in 2009 and 2019.
We then expanded our search to include historical archives of websites to identify information on companies that sell these products over the past 10 years. An extensive search through these websites revealed only four brands relevant to the United States market which had web captures from or before 2009. When these companies' websites were researched, it was found that most of these websites for 2009 show a single page with an online ad by SafeSmoke. We then extended our search future to include annual reports (2009/2019) from key market players. We searched through the annual reports, financial documents, and press releases of key players such as BAT, Philip Morris International, JTI, and Imperial brands. However, most of these companies listed the details of their revenue and financial comparatives with no data concerning the number of e-cigarette brands/products available in 2009.
After an exhaustive search through all these channels, we were able to estimate the market size of e-cigarette products for the years 2009 and 2019. Additionally, the data obtained from the E-Cigarette Association and Tobacco Control shared relevant insights on the quality regulations and technology developments for the years 2009 and 2019.